Museum Membership and the N.B.A.
I’ve been watching the N.B.A. a lot lately, and not just because the playoffs are going on and I’m a huge basketball fan. I’m also watching the N.B.A. as a league, which is, like many businesses, struggling right now. I’ve noticed over the past year that the N.B.A. and art museums actually have a lot in common, in particular the fact that they both rely on similar membership models: museums have their dues-paying members, and the N.B.A. has its season ticket holders. I think with regards to the development/membership work that I do, there’s a lot to be learned from for-profit businesses that use similar models. I’ve found inspiration in some of the things N.B.A. teams do to acquire and retain their “members” in a tough economy, and I think some of the tactics they’ve used to attract season ticket holders could make sense for us here in Brooklyn too.
If you’re asking, “Wait, how are N.B.A. teams and museums alike, again?” I’ll explain. In the big picture, the N.B.A. has its franchises as the U.S. has its museums: one in every major U.S. city. Museums and N.B.A. teams both inhabit large, instantly identifiable structures that provoke civic pride (for the most part) among locals. Museums and N.B.A. teams both have their star players (either signature works or exhibitions that draw people in), and N.B.A. teams-like membership departments–use those stars in hopes of convincing their fans that the entire experience (collection) is worth a yearly donation. Like the roster of an N.B.A. team, some exhibitions are created internally by curators using the museum’s own collection (or “drafted”) and some are brought in from other cities (“traded”). Like N.B.A. teams, museums have their coaches (directors) and owners (trustees), and-at least in NYC-media that dedicate staff to covering and analyzing the moves they make.
Two of my favorite institutions: The MFA (via kalyan3 on Flickr) and the TD Banknorth Garden (via WallyG on Flickr), both in Boston.
More relevant to my work is the concept of season ticket holders, which are the N.B.A.’s version of museum members. The reason this comparison works especially well is because the N.B.A. and museums both charge money for a product that is inherently fleeting and difficult to quantify: the experience of viewing art and the experience of viewing a basketball game are something to which value is arbitrarily assigned. Since that’s the case, museums and N.B.A. teams are especially grateful to those who care enough to support the team/institution financially, and in this tough economy 27 of the 30 N.B.A. teams have decided not to increase the price of season ticket packages for next year. I can’t think of one museum in the U.S. that is raising membership dues next year, either.
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